Life expectancy is increasing, and people are living longer all the time. Demographic changes are having clear impacts on our society, with the global population set to grow to over nine billion people by 2050. The OECD predicts that life expectancy in the European Union will be 89.1 years for women and 84.6 for men in 2060. But people aren’t just growing older, they’re growing old later in life as well. Older people are more affluent, active, and mobile than they once were – and they are also taking steps earlier in life to ensure they stay that way. As a result, healthcare products are booming, and demand for them continues to grow.